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All Journal Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya Proceedings of Jogjakarta Communication Conference (JCC)
Salsabila Aulia Putri
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Social Sciences

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Strategi Brand Awareness Pasar Modern Intermoda BSD City Salsabila Aulia Putri; Syahra Amanda Heridian; Irma Juliani Fajrin; Ni Gusti Ayu Ketut Kurniasari
Widya Duta: Jurnal Ilmiah Ilmu Sosial Budaya Vol 18 No 2 (2023): Widya Duta September 2023
Publisher : UHN IGB Sugriwa Denpasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25078/wd.v18i2.2650

Abstract

Intermoda Modern Market in BSD City is a modern market with a new concept. The thing that distinguishes this modern market from other modern markets is that it provides the concept of a modern market which is not only a place for shopping but also a place for family recreation. Intermoda Modern Market in BSD City combines various concepts, including shopping, culinary tours, children's play areas (playground), and gathering places. Brand Awareness (brand awareness) is the ability of consumers to recognize brands in different situations, this can be done with brand recognition and recall of a particular brand. This study used a qualitative descriptive method with research techniques focused on focus group discussions (FGD). FGDs are conducted by involving managers, consumers and traders. This research resulted in three things, namely facilities, services and promotion, where these three things are important components in forming a brand awareness strategy for the Intermoda Modern Market in BSD City.
Marketing Communication Strategy to Increase RA Yasdjanur Bogor Enrollment in 2021/2022 Salsabila Aulia Putri; Aly Aulia; Erwan Sudiwijaya
Jogjakarta Communication Conference (JCC) Vol. 1 No. 1 (2023): The 4th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study investigates the manner in which educational institutions, specifically schools, implement marketing communication strategies. RA Yasdjanur is an Islamic-based kindergarten that was established in 2005 and has advantages in character building and home visit programs. This study aims to determine the marketing communication strategy to increase RA Yasdjanur Bogor enrollment in 2021/2022. The theoretical framework consists of the marketing communication strategy and marketing communication mix theories. This research approach is qualitative with a descriptive method. By examining the stages of communication and promotional tools implemented via interviews and additional supporting data. The results of this study indicate that RA Yasdjanur uses all elements of the marketing communication mix to increase student enrollment, but the most effective is social media promotion. In addition, RA Yasdjanur executes all phases of developing effective communication to achieve the school's objective of increasing enrollment.
Co-Authors Aly Aulia Erwan Sudiwijaya Irma Juliani Fajrin Ketut Kurniasari, Ni Gusti Ayu Syahra Amanda Heridian